一、 證實廣告訴求對捐款金額具有顯著影響。 二、 證實廣告訴求與任務完成度對捐款金額具有交互作用顯著影響。 三、 證實代言人臉部情緒與任務完成度對捐款金額具有交互作用顯著影響。 四、 證實心理溫度對捐款善因的選擇具有顯著影響。 五、 證實親和性對捐款善因的選擇具有顯著影響 六、 證實心理溫度與親和性對捐款善因的選擇具有交互作用顯著影響。 ;In Taiwan, the gap between rich and poor has been getting larger in recent years, more and more people lives below the poverty line and need to be helped. However, the donation sources are limited to results in the heavy competition of donation. Therefore, this study investigates how to draw up proper advertising strategies on charity donation, and how different advertising strategies variables have effect on donation behavior. This study used experimental design to develop two experiments, and used college students to be research subjects. The results indicate that:
1. Advertising appeal has significant influence on the donation amounts. 2. Advertising appeal and goal proximity have significant interaction effect on the donation amounts. 3. Facial expression of spokesperson and goal proximity have significant interaction effect on the donation amounts. 4. Psychological warmth has significant influence on the choice of donation cause. 5. Agreeableness has significant influence on the choice of donation cause. 6. Psychological warmth and agreeableness have significant interaction effect on the choice of donation cause.
